Confidence via correction: The effect of judgment correction on consumer confidence

Details

Serval ID
serval:BIB_FF6CCDED5849
Type
Article: article from journal or magazin.
Collection
Publications
Title
Confidence via correction: The effect of judgment correction on consumer confidence
Journal
Journal of Consumer Psychology
Author(s)
Petersen F.E., Hamilton R.W.
ISSN
1057-7408
Publication state
Published
Issued date
01/2014
Peer-reviewed
Oui
Volume
24
Number
1
Pages
34-48
Language
english
Abstract
At times, consumers are motivated to reduce the influence of a product recommendation on their judgments. Based on previous research, it is unclear whether this correction process will increase or decrease consumers' confidence in their judgments. We find that source credibility moderates the effect of correction on confidence: correction decreases confidence when a product recommendation comes from a high credibility source but increases confidence when the same message comes from a low credibility source. As a result, correction increases the effectiveness of recommendations from low credibility sources on purchase intentions. Notably, this “confidence via correction” effect is further moderated by elaboration, such that the effect is attenuated for high elaboration consumers. Our results have implications for understanding consumers' reactions to persuasive messages and for both marketing practitioners and consumer protection agencies using correction cues to influence message persuasiveness.
Keywords
Confidence, Correction, Credibility, Persuasion, Advertising
Web of science
Create date
26/07/2019 12:58
Last modification date
20/08/2019 17:29
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